Apple Music wins exclusive video deal with Taylor Swift

Few experts think iPhone maker will eclipse other music-streaming companies in long run

NEW YORK: Apple Inc won a deal with pop star Taylor Swift to exclusively release a concert video of her recent world tour through its music streaming service, Apple Music, the company and singer said on Sunday.

Swift, who celebrated her 26th birthday on Sunday, tweeted a trailer for the 1989 World Tour Live concert video and said: “Thank you so much for all the birthday wishes. I have a little surprise for you.” The video will air on December 20.

The singer also tweeted that an interview discussing the video would be broadcast on Monday on Beats 1, Apple’s radio station. Apple officials were not immediately available for comment.



“It sounds like a very, very significant win for Apple,” said John Jackson, an analyst at market research firm IDC in Boston. “It’s on the order of a coup for Apple inasmuch as we all know that Apple is late to this party and the competition is fierce, the market is heavily subscribed with services.”

Jackson cited music streaming services Spotify and Songza as examples of such competitors. Launched in June, Apple Music is Apple’s attempt to carry its dominance of digital music through its iTunes store into the era of music streaming.

Company chief executive Tim Cook said in October the music streaming service had netted more than 6.5 million paid users, and that an additional 8.5 million people were participating in a free trial.



Analysts have predicted that Apple’s service will find a strong following because of the vast installed base of iTunes users. But few think the iPhone maker will eclipse other music-streaming companies.

Swift said in June she would put her hit album 1989 on Apple Music, days after the tech giant bowed to pressure from Swift and some independent music groups and labels and agreed to pay artists during the free trial period for its music service.

She is not the only star challenging the streaming services. British singer Adele’s much-anticipated album 25 was withheld from streaming on digital music services, including Spotify, Apple Music and Deezer. 

Published in The Express Tribune, December 15^th, 2015.

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